STRATEGI PEMASARAN (4P) UMKM DALAM SITUASI PANDEMIC COVID-19 DI JURONG TENGKU FAKINAH GAMPONG PEUNITI KOTA BANDA ACEH

Abstract

Indonesia was attacked by a pandemic known as Coronavirus Disease 2019 (Covid-19) in early 2020.
The number of cases and those who died was so fast that the government's step was to impose LargeScale Social Restrictions (PSBB). The policy taken by the government has made various sectors of life
shaky because people have to stay at home, study at home, make transactions at home, and even
worship at home. This has an impact on business actors, especially Micro, Small and Medium Enterprises
(MSMEs). Most of the people in Jurong Teungku Fakinah Gampong Peuniti Banda Aceh City actually
already know that they are still implementing health and marketing protocols. However, the marketing
strategy is the main obstacle to doing marketing. To control this problem, the servant took the initiative to
provide input, advice and training materials to the community regarding the marketing strategy (4P) of
MSMEs in this Covid-19 pandemic. The method of implementing this activity is in the form of material
presentation, video presentation, and interactive discussion. The results of this activity are expected to
foster optimism in MSME actors in managing their business in the midst of a pandemic.
Keywords: Covid-19, Micro, Small and Medium Enterprises (MSMEs), Marketing Strategy (4P)